EA has reported massive quarterly losses. In the past EA has had no problem proclaiming their deals with the NFL were exclusive. When asked directly about the new agreement being exclusive CFO Peter Moore said nothing.

EA will still make Madden games but I think their exclusive deal with the NFL is done.

The NFL doesn't stand to make any MORE money from a non-exclusive license.

Furthermore, the original decision to go exclusive was about CONTROL, not about money.

The NFL wants more money and EA doesn't have it. They'll eventually settle.